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Building a Personality through Traditional and Social Media

Vikki Ziegler: a New Jersey based divorce attorney and innovator of a concept coined “Divorce Management”

Situation Analysis: Ziegler wanted to establish a reputation as a leading divorce attorney in the Tri-State area, specializing in her innovative concept: Divorce Management. She also wanted to be a frequent contributor when media outlets were looking to get opinions and insights into various divorce news and cases.  

Strategy: To provide media with an easy way to learn more about Vikki, her PR team initiated a significant social media push.  Tactics included regular updates on her blog, where Vikki shared her strong opinions on prominent divorce cases in the news. Doing so had the viral effect of generating interest in her blog and RSS feed, and requests for her to share content on other blogs and communities online.  The effort made her a major force and personality online, which led to media requests offline. 

Result Media Coverage (included, but was not limited to): New Jersey Law Journal, E! Online, FoxNews.com, CNN Headline News’ Showbiz Tonight, Issues with Jane Velez-Mitchell and Prime News with Erica Hill and Mike Galanos, Fox Business’ Money for Breakfast, CNBC’s Big Idea with Donnie Deutsch